Search Engine Optimisation (SEO) Guide | Definition, Tutorial & Strategy
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Search Engine Optimisation (SEO) Guide - Definition, Tutorial & Strategy

If you talk about content development, website ranking, generating traffic and other related issues, then Search Engine Optimisation (SEO) becomes very paramount.

Of all the skills related to digital marketing in Nigeria, I really give significant cognisance to SEO skill.

That is to say…

Of all the new skills marketers or digital experts have been asked to master in the digital age, one of the most intimidating is Search Engine Optimisation (SEO).

Its role in terms of driving traffic to your websites or blog cannot be overemphasized.



It remains an essential skill in the digital age.

But the flip side of that, of course, is that because Search Engine Optimisation (SEO) is so valuable.

And that’s why we take it very seriously in our digital marketing training course. (Click here to learn more about our course and all of its benefits).

Most of the organizations are knowledgeable of what it is and they know they should be doing it.

SEO is a constantly changing and growing industry.

No longer is search engine optimization seen as internet “black magic,” but it is now regarded as an indispensable part of any serious digital marketing strategy.

In 2016, it was estimated that businesses invested more than $65 billion on SEO services, and that number is projected to climb to over $70 billion by 2018.

I have come to understand over time that the people who do SEO well tend to be expensive or even lack transparency.

It’s not a skill that can be mastered with one tutorial but I am going try my best to explain everything an SEO beginner should know about Search Engine Optimisation.

If you want to know a lot more, then consider coming for our digital marketing training starting next month.

In that spirit, let’s start by defining what Search Engine Optimisation is.

What is SEO?

SearchEngineLand SEO Definition:

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

MOZ SEO Definition:

Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

Redevolution SEO Definition:

SEO or Search Engine Optimisation is the name given to activity that attempts to improve search engine rankings.

Webopedia SEO Definition:

SEO is strategies, techniques and tactics to increase the number of visitors to a website by obtaining a high-ranking placement in search results.

SearchEngineWatch SEO Definition:

SEO is the umbrella term for all the methods you can use to ensure the visibility of your website and its content on search engine results pages (SERPs).

Seeing the definitions by industry leaders, you will agree that they all have similarities which are ‘ranking’, ‘organic traffic’ and ‘exposure’.

To bring it all together; 

SEO is an acronym for “Search Engine Optimization.” And it’s a strategy used to get exposure, rank and drive organic traffic to your website via search engines.

SEO is an acronym for “Search Engine Optimization.” And it's a strategy used to get exposure, rank… Click To Tweet

All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most pertinent to users.

Payment isn’t involved, as it is with paid search ads.

SERPs Explained (Organic VS Paid Ads)

The picture below will help you understand the positions of your website pages on SERPs (Search Engine Result Pages).

ORGANIC VS PAID AD RESULTS EXPLAINED

Using the picture above, you will notice ads at the top.

Sometimes you will find ads below the organic search result.

Adverts won’t be displayed if there aren’t any relevant or targetting the said keyword.

MUST READ:  Digital marketing strategy in Nigeria: How to implement key digital marketing strategies

However, organic search results are our primary interest because SEO is free and you don’t have to spend a dime making or optimising your website to appear on SERPs.

To understand how to show up first in the search engine results, you first need to know how search even works.

How Search Works:

Now that you have an idea of the basics of SEO and how Google search engine works, I’ll take a look at some of its benefits and components in detail.

While Google guards their search algorithm pretty well and not all of the over 200 determining factors are known and verified, Backlinko did a great job of organising as many as possible of them into one big list.

This takes us to the next phase of our SEO guide which explains its benefits and importance.

Why SEO? (Benefits Of Search Engine Optimisation)

Search engine optimisation brings in a lot of benefits and here is an infographic by www.seo-vantage.co.uk showing all you’d get from doing SEO for your business:

SEO Benefits | Credits – Seo-Vantage

  1. Targeted Traffic: SEO can increase the number of web users actively looking for your products and services online.
  2. High ROI: SEO (Search Engine Optimisation) brings you a higher return on investment (ROI) than any comparable form of marketing.
  3. Navigable by Search Engines: Appropriate optimisation ensures all pages of your site are accessible by the search engine crawlers so that your website can be easily indexed with the correct classification.
  4. Increased Accessibility: SEO procedures makes your website more accessible to all users, increasing the potential for lead generation and more sales.
  5. Usability: To comply with the basic optimisation criteria, visitors have a more pleasant user experience.

Key Factors of Search Engine Optimisation (SEO)

There are basically three (3) things that affect your SEO effort — they are Technical, On-page and Off-page SEO.

These factors are to be executed effectively if you want your website pages to rank in search engines.

The image below shows a break down of how they account for your overall SEO process.

There are basically three (3) things that affect your SEO effort -- they are Technical, On-page… Click To Tweet

Key factors of search engine optimisation

Let’s break them down a bit.

Technical SEO

This aspect of SEO is focused on how well search engine spiders can crawl your site and index your content.

This aspect of SEO is focused on how well search engine spiders can crawl your site and index your… Click To Tweet

Imagine you are trying to build a house. You will need to mount a solid foundation for the main structure to rest on.

So:

That’s basically what the technical aspect of SEO look at.

You need to fix some technical issues that might arise on your website before proceeding to On-page and Off-page SEO.

So here are the things you need to look at:

  • How well does your site work?
  • How fast is it?
  • How is your metadata?
  • Have you fixed your URL permalinks structure?
  • Is your site free of spam?
  • Have you fixed broken links?
  • Have you fixed duplicate content issues?
  • Does it have a working XML sitemap?
  • Is your site mobile responsive?
  • Have you added your site to webmasters or search console?

If you can fix all the issue listed above, your website technical structure will be as strong as an ox.

Perhaps:

All Search Engine Optimisation (SEO) factors will be thoughtfully covered hands-on in our digital marketing certification course, click here to check out our course guide and how you can benefit from it.

On-page SEO

This aspect of SEO is concerned primarily with the content of the site and how well it is optimised for the relevant keyword. And how well it provides good user experience for visitors.

This aspect of SEO is concerned primarily with the content of the site and how well it is… Click To Tweet

Here are some On-page SEO factors you need to look at:

  • Is the keyword density too low or high?
  • How long is your content?
  • Have you used the focus keyword in the subheading(s) in your copy?
  • Does your content have outbound link(s) and inbound link(s)?
  • Do your images contain alt attributes with the focus keyword?
  • Does your focus keyword appear in the first paragraph or first 100 words of the copy?
  • Does your meta description contain the focus keyword?
  • Have you defined the length of the meta description? 142 max character count is recommended!
  • Hope the SEO title has a nice length? 76 max character count is recommended!
  • Did you use the focus keyword in the URL slug?
  • Don’t use the same keyword in more than one article.
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READ:

Off-page SEO


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This aspect of SEO is concerned primarily with inbound links from other websites to your site. Natural links from authoritative and relevant websites act as an independent “vote of confidence” which helps search engines trust your website more.

Unlike On-page SEO, Off-page SEO refers to activities you can perform outside the boundaries of your website.

This is in fact; one of the most important SEO factor because after your published article has started getting a few links from authoritative websites.


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Off-page SEO refers to activities you can perform outside the boundaries of your website. Click To Tweet

It means other people enjoys your content. Not just that, they were forced to share with their readers because they find it helpful.

But the crazy truth is:

Off-page SEO is one of the hardest of all. You need to master the art of publishing shareable and linkable articles.

Links are quite difficult to get these days but we have a secret sauce for building shareable and linkable articles for your website.

Here are some off-page factors you need to do after publishing your content:

I wish I could write everything out here, but we have reserved this secret information for those who registered for our digital marketing training course, so I won’t be giving it out for free.

Click => https://digitalmarketingskill.com/digital-marketing-training-course/ to check out our digital marketing training course.

I shared a video talking about the 4 basic SEO tips. This video is not in-depth but I think you should also watch it.

Here’s it:

Now, let’s look at some SEO strategies:

20 Search Engine Optimisation (SEO) Strategy & Tutorial

1. Use Google Search Console / Webmaster Tools

If you probably have a new website or starting off with your site, this tool will help you list your website on Google search engine.

First, you need to verify and submit your sitemap to get started with.

Also, you can use the tool to know where you’re ranking.

Within Google Webmaster Tools, go to ‘Traffic’ and then ‘Search Queries’ to check where your site is ranking for keywords.

Always visit the Google’s Webmaster Guidelines and Webmaster for tips. You have to know what keywords your site is ranking for and which other sites are linking to yours.

2. Backup website

Backing up your website regularly is very imperative for your Search Engine Optimization results.

The truth is that you are liable to lose your data when you do not back up and that definitely affects your rankings too. Just avoid search engines removing you from search results by backing up your data.

3. Build backlinks

 

This is also a great determinant. If you succeed in building backlinks to your website, you stand the chance of getting higher ranks from search engines.

Backlinks affect rankings more than anything else.

The number of links pointing to your website, to a larger extent determines your position.

Links are important but don’t confuse quality with quantity and don’t think about links in isolation from your content.

It’s vital to understand that having great content massively increases your chances of securing natural links from quality relevant pages. These links will help you the most.

In simple language, if you have something worth linking to you might secure links worth having. Great sites don’t link to poor quality content, why would they?

Building links will definitely help you in achieving search engine results. And you must ensure that you constantly work towards building links.

4. Properly utilise the keywords

Do not haphazardly use keywords, always make sure you place the right keywords in the right places.

Avoid keyword stuffing. You’re much more likely to be penalised by Google than credited if you use a keyword phrase repeatedly on a page.

MUST READ:  On-page SEO: The anatomy of an optimized website

Also, ensure that you include items like your URL, page titles, Meta descriptions, header tags and image alt tags and others intact.

I have written an article on how to how to do a proper keyword research. Click the link to read more.

CLICK TO CONTINUE READING => 20 Search Engine Optimisation (SEO) Strategy & Tutorial

Before you go…

I will give you one final step by step process to help you kickoff your SEO campaign.

Search Engine Optimisation as a Process

Step 1. Research your niche

Keyword planner

  • Use google keyword planner to search for the keyword you want.

It will show you the volume, competition and cost per click. Click the link to learn how to use Google keyword planner.

Open Site Explorer (MOZ)

  • Research your competitor (visit MOZ.com)

Step 2. Fix all technical SEO issues

Technical SEO issues

  • Speed up page load time
  • Responsive (mobile) design
  • Remove spam & malware
  • Permalink structure
  • Working XML Sitemap
  • Add site to search console
  • Correct broken links

Step 3. Create optimised content

Creating optimised content

  • Great content (the longer, the better)
  • Natural keyword usage
  • Page titles
  • Header tags
  • Optimized URLs
  • Internal & external linking
  • Google authorship

Step 4. Get exposure (links and shares)

Look at all the off-page SEO factors listed below and make the most of it.

Step 5. Analyse results

Ensure you are using Google Analytics and Search Console to monitor and analyse the outcome of your SEO efforts.

Step 6. Repeat forever

Repeat the process forever!

Repeat step 1 – 5 over and over again. And remember, SEO is an ever-evolving process, so you’ll need to keep up with SEO trends!

There you go!

On this blog, you will find a handful of interesting SEO articles that will help you rank your website on search engines.

We also give out our 98% of our knowledge for FREE because the remaining 2% is what you won’t find anywhere else.

Why not enjoy these 4 amazing videos I made for you, you will learn a lot from it, trust me.

You can check it out here – https://digitalmarketingskill.com/free-digital-marketing-tutorial-videos-beginners/ or click here

Let me know what you think? It is a training you want to ensure you have a book and pen with you to take notes.

Remember, if you like it then share the page on your social media or email it to anyone that needs to see it.

In fact, here are more SEO guides that you will find helpful as newbie SEO enthusiast.

READ: 


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